Business of the Bundesliga 2021-22 - Property Profile, Sponsorship and Media Landscape

Business of the Bundesliga 2021-22 - Property Profile, Sponsorship and Media Landscape


The Business of the Bundesliga 2021-22 is GlobalData Sports latest analysis of the commercial landscape of Germanys lead soccer competition. The report looks at various operating aspects of the Bundesliga and its stature compared to rival European soccer competitions. The report discusses the Bundesligas 50+1 ownership rule, its recent private equity interest and how it is approaching the pandemic as crowds begin to return to stadiums. On the commercial front, the report addresses the Bundesligas sponsorship portfolio, and the most recent media rights tender, beginning a new domestic rights cycle from 2021-2025. Club is sponsorship deals are also analyzed, with an in depth study provided into the Bundesligas kit supplier, front of shirt and sleeve sponsorship markets.

As Germanys biggest soccer competition, the Bundesliga is one of the most popular leagues in world soccer, with lucrative broadcast and sponsorship deals in its portfolio this season. The Business of the Bundesliga 2021/22 covers the latest commercial developments in the league, its clubs, sponsorship and media rights, while highlighting the operating structure of the league with regards to club ownership, its stature against competing leagues and response to COVID-19. The report also finds the Bundesliga lacks the same international portfolio regarding sponsorship and media rights, suggesting the league has a competition and quality challenge when compared to the more attractive La Liga and English Premier League.

An in depth breakdown of the front of shirt and kit supplier markets in the Bundesliga, with insights into sponsor location, sector and deal value. Geographical breakdowns of the Bundesligas media portfolio are also provided, with information surrounding the latest Bundesliga media rights tender included. The report also includes insights into the latest commercial developments of each bundesliga club.


- The report covers all facets of the Bundesligas commercial operations, from understanding the leagues 50+1 ownership model to its recent interest in private equity investment.
- Media rights is also a subject of discussion in the report, providing comparisons with the Bundesligas domestic rights value with other European soccer competitions, while also looking at the change in the Bundesligas portfolio from its previous rights cycle, to its current one.

Reasons to Buy

- Readers will gain a greater understanding of the commercial challenges facing the Bundesliga and its comparisons to rival European soccer competitions.
- The latest data regarding the value of the Bundesligas kit supplier, front of shirt, and sleeve sponsorship markets is also included, giving readers an understanding of the economic value of these markets.

Impact of COVID-19
Media Landscape
Kit Suppliers
Shirt Sponsorship
Club Sponsorship
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